Interesting concept!!!!
09/30 15:25 ZDTV offers near-live Web images in advertising
SAN FRANCISCO, Sept 30 (Reuters) - ZDTV, a 24-hour cable network specializing in computers and the Internet, is offering advertisers a way
to show a near-live image of their Web site as part of a television commercial.
"Imagine a 30-second spot. When the 30-second spot comes up, up comes for that time a live view of either a page of their Web site or a series of
Web sites depending on what (advertisers) want to do," said Richard Fisher, executive vice president of ZDTV, an affiliate of Ziff-Davis. "In our
world, it makes so much sense to us. We think and live this way. The natural progression to us was so obvious that it just kind of happened."
While the current technology allows for a 15-minute delay between the time that the Web site is taped and shown on the air, ZDTV hopes to
narrow the gap as much as possible. "They can update and change things up to a few seconds before going on air. They are in complete control of
their creative to the last second," said Fisher.
Fisher said Onsale, an online auction house specializing in value-oriented merchandise, and Egghead, an online computer products store, would be
the first to take advantage of the new advertising in October. Graphic animation and voiceovers would accompany the live web video in both ads.
Onsale's ads would feature live online auctions of PC computers and peripherals during a 60-second spot on the network's Money Machine
program, a daily show on how to manage money by using computers. "We were looking at ways to broaden our reach. I think it's pretty creative,"
said Brian Fawkes, a spokesman for Onsale. "If it's successful we'll look into other areas that we can replicate this."
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